Research Methods on the Web

Caroline Eichman

This paper highlights examples from several online web site survey projects to illustrate some of the complexities specific to conducting online research.

Research Methods on the Web: Experiences and Implications for Market Research

Caroline Eichman IBM Corp. USA

INTRODUCTION

In recent years we have seen the importance of the Internet to corporations and institutions around the world expand dramatically. It was only a few years ago when a company's web site was conceived and built by a low level 'technical geek' hidden several layers below senior management. Today we see corporations building their web presence and strategies with hundreds, if not thousands, of staff and millions of dollars dedicated solely to the web.

As the Internet has increasingly gained CEOlevel acceptance...

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